McDonald's Public Relations - Case Study Example

Extract of sample McDonald's Public Relations

This organization need is what has evolved to Corporate Social Responsibility (Bardhan and Weaver, 2011). Corporate Social Responsibility is the attempt by an organization to address some of the emerging issues concerning their role in society. However, there have been debates on some organizations appear to circumvent this responsibility, regardless of corporate social responsibility requirement in social or legal terms (McKee and Lamb, 2009). This paper seeks to provide a comprehensive analysis of McDonald’s corporate social responsibility, as well as the organization’s ability to identify public relation opportunities and problems, and their reinvention from bad publicity. The growing public demand and awareness for socially responsibility businesses has prompted business organizations to consider corporate social responsibility. One of the international companies with a corporate social responsibility is McDonalds. McDonalds is the largest food chain in the world, specializing in hamburger. McDonalds considers corporate social responsibility as achieving results, maintaining open communication with customers and other stakeholders, and taking actions. As part of its framework for corporate social responsibility, McDonald’s works in association with its suppliers to ensure that its supply chain promotes socially responsible practices (Eyre & Littleton, 2012). According to its website, the organization has code of conduct purposely for its suppliers, which clearly stipulates how the suppliers should treat its customers (Aidoo, 2005). McDonald’s has had success in supporting suppliers phasing out gestation crates in the supply chain. The organization claims that about 50% of all contracted hog farms of Cargill use the new-generation system that do not incorporate gestation stalls. In 2007 for instance, the food chain giant embarked on sustainability projects with efforts of improving the working conditions for its farm workers in the tomato industry in Florida. The result was an enhanced environmental practice in the agricultural supply chain of the organization and made the farm sustainable. Despite the fact that MacDonald’s buys about 1.5% of the tomatoes in Florida annually, the organization and the suppliers laid down the industry-leading growing standards, improving the working conditions in the farms and making the farm business sustainable (Sriramesh and Vercic, 2009). One of the indicators of MacDonald’s approach and its contribution to the communities is the Flagship Farms Initiative (FAI) in Europe. This particular program involves seven progressive farms that employ innovative farming practices in Europe, carrying out research on the ethical farming practices that incorporate into commercial farming systems. Another prime example is visible in the Sustainable Fisheries program, incorporating the Sustainable Fisheries Partnership. The program essentially lays down sustainable standards that stipulate McDonald’s worldwide purchases for wild-caught fish into making Fillet-o-Fish, thus making the relevant fishery business a sustainable business (Royle, 2005). McDonald’s also engages in donating some of its profit portion to corporate philanthropy as part of its corporate social responsibility. The organization donates to the communities through the Ronald McDonald House Charities, a foundation that aims to create, support, and find programs that improve
...Show more

Summary

McDonald’s Public Relations Name Institution McDonald’s Public Relations In the current business world, the primary intention of maximizing profit among organizations seems superseded by the requirement to have customer favor: for both potential and existing customers…

Check these samples - they also fit your topic

The company has started its operations in 1940 in United States as a barbecue restaurant. Richard McDonald and Maurice McDonald were the founders of McDonald's. Later in 1948, they started the fast food restaurant, McDonald’s. However, Ray Kroc purchased the company from McDonald brothers later and expanded its operations all over the world.

This policy is appropriate because it is measureable and has specificity. Its long term objectives are broken down into short term measurable targets that used product, price, promotions and place. For instance, in product, McDonald’s introduced new products and phased out old ones, and will continue to do so.

Specifically, it examines public relations issues that may occur when corporate sponsors of sports stadia become embroiled in controversial issues. The association of the Houston Astros’ baseball team with Enron Corporation is examined in depth. Sport is a form of competitive physical activity which aims at maintaining and improving physical ability and skills as it provides entertainment to spectators and participants.

Problems Financial and ethical challenges As a team player, it is difficult to move on when the team is in a financial crisis. This is because the public, even if it has no understanding on what really caused the financial problems is so quick in formulating conclusions.

Ever since the company has been growing to become the world's largest fast food retailer, operating more than 30,000 stores in 119 markets.
Today, the face of the fast food market is very different from what it was more than fifty years ago. It has become highly competitive, and companies are pressured by high costs and deliver increasingly similar menus with little space for differentiation.

opening up new stores. It continued to open new stores and add new items to the menu without realizing the fact that its products were no longer selling as they were in the past.
2. Customer preferences were changing i.e. they were after for products which are fresh, nutritional as well as healthy.

These macro environmental factors are political, economic, social, environmental, and legal commonly known as Pestel. McDonald had to keep these macro environmental factors in active consideration in order to expand and establish itself successfully. Sometimes these factors become very burdensome but success demands its fulfilment.

The case of Pepsi-Cola shoes that negative publicity is also possible. One case of unethical behavior and poor quality can lead to numerous problems and negative publicity for the company.
It is possible to say that PepsiCo introduces effective communication strategies and tools but negative publicity is heated by new reports and messages concerning poor quality and threats of PepsiCo products.

Secondly, a secondary research was done for the basis of identifying scheduled conferences. The major reason was to identify perfect avenues for conducting a public announcement without raising aspersion

Many companies have been involved in scandals. Some of which involve sex-scandals, pollution, and so on. This paper will dig out a famous scandal that affected Tylenol, a leading painkiller manufacturer in the United

2 pages (500 words)Case Study

Hire a pro to writea paper under your requirements!

Win a special DISCOUNT!

Put in your e-mail and click the button with your lucky finger

Your email

YOUR PRIZE:

—

Apply my DISCOUNT

Got a tricky question? Receive an answer from students like you!Try us!

Comments (0)

Click to create a comment

Let us find you another Case Study on topic McDonald's Public Relations for FREE!